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论文编号：	5540
作者编号：	2120112442
上传时间：	2013/6/11 10:17:50
中文题目：	信任视角下电信运营商与顾客的价值共创研究——以中国移动多功能体验厅为例
英文题目：	Research on value co-production between telecom operators and customers from the perspective of trust ——A case study of multifunctional experience lounge of China Mobile
指导老师：	李桂华
中文关键字：	价值共创 信任 多功能体验厅
英文关键字：	Value co-production; Trust; Multifunctional experience lounge
中文摘要：	电信行业全业务竞争时代的到来，使得电信三大运营商的竞争空前激烈。谁能掌握更多的客户，谁就能在未来3G或者4G的竞争中取得先机。笔者认为通过价值共创行为获得顾客的信任，可以有效提高顾客黏性。作为移动公司窗口形象的多功能体验厅担负了宣传、营销、推广的重要任务，是顾客与运营商进行价值共创行为的有效载体。 目前，信任研究的理论体系已经比较成熟，价值共创虽然是新生事物，相关研究也有了一定基础，但是从信任视角来研究价值共创的文献相对较少，其中，大多数文献将信任作为价值共创的前因变量。本次研究则认为信任是价值共创行为的一个结果。本次研究以多功能体验厅为研究切入点，从信任角度研究体验厅与顾客的价值共创行为，并对价值共创过程进行了详细探讨。本研究将价值共创过程分为价值共创前、中、后三个阶段，结合信任的三阶段理论，发现每个阶段体验厅与顾客的互动特点和共创行为也不尽相同，所产生的信任结果也存在一定差异。价值共创前、中、后三个阶段所对应的信任结果分别为计算型信任、认知型信任、认同型信任，而且随着价值共创过程的演进，信任的程度也越来越高。 同时，本文使用实证分析方法对上述理论进行验证，运用spss软件对所获得数据进行信、效度分析、因子分析、相关分析和回归分析，对文中的13个假设进行验证，其中，12个假设成立。最后，根据实证分析结果，提出了切实可行的管理建议，并回顾了本次研究的研究创新与局限。
英文摘要：	The arrival of whole business competition era of the telecom industry leads to unprecedented competition among the three operators of telecom. Who will grasp more clients and who will gain advantage in the prospective competition of 3G or 4G. The author thinks that customers’ trust can be obtained through value co-production so as to improve customer viscosity. As the image of mobile company, multif unctional experience lounge undertakes important tasks of publicity, marketing and promotion, and serves as an effective carrier for customers and operators to conduct value co-production. At present, the theoretical system of trust research has been relatively mature. Although value co-production is new, relevant research has a certain basis. However, there is relatively small number of documents on value co-production from the perspective of trust. Among them, most documents consider trust as an antecedent variable of value co-production. This research regards trust as a result of value co-production. With multifunctional experience lounge as its pointcut, this research studies value co-production of experience lounge and customers from the perspective of trust and conducts a detailed discussion on the process of value co-production. The process of value co-production can be divided into earlier stage, medium stage and later stage. In light of the three-stage theory of trust, it is discovered that the interactive features between experience lounge and customers at every stage are not same as value co-production and there is difference in the results of trust. The results of results in accordance with the earlier, medium and later stage of value co-production are respectively calculus-based trust, cognition-based trust and identification-based trust. With the evolution of value co-production, the degree of trust gets higher and higher. Meanwhile, the method of empirical analysis is adopted to verify the above-mentioned theory. SPSS software is used to conduct reliability, validity and factor analysis of the obtained data, and to verify13 hypotheses in the article. Among them, ten hypotheses are confirmed. In the end, according to the result that we got using empirical analysis, feasible management suggestions are put forward and innovation as well as limitation of this research is also reviewed.
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